The My1Pass allows any skier or boarder with a day, multi-day or season pass to cross-country ski, tube, skate and-or snowshoe for free.

“It's simple,” says Robin Baycroft, manager of resort services, “people want more for less and Silver Star is giving it to them.”

A couple enjoys snow-shoeing at SilverStar, one of six activities guests can do with the My1Pass.Photo courtesy of Silver Star

Did you know?

Since starting in the early 1960's as a small local ski hill, SilverStar has grown into an international calibre family-friendly resort with 3,065 acres of terrain, 12 lifts servicing 115 runs, a vertical drop of 2,500 feet and average of seven metres of powdery snow per season surrounding a village that has accommodations for 5,600 and 13 restaurants. Check out SkiSilverStar.com.

While Baycroft's explanation my seem flippant, it's actually based in economics, consumer demand and common sense. So he's more candid when he discusses My1Pass further.

“The reality is there's been a decrease in skier visits over the past four years with the recession,” says Baycroft. “And the strong Canadian dollar means we're not seeing as many American visitors either.”

In addition, the advent of the two-week spring break for many schools in Western Canada means some families are actually skiing less instead of more.

As an alternative, they're using the extra time to frolic on all-inclusive vacations in Mexico and the Caribbean, which have also been discounted because of the recession.

It all cuts into skier visits and SilverStar decided to do something about it.

The payoff

“We may not sell as many day tickets for cross-country skiing, tubing, skating and snowshoeing,” says Baycroft. “But hopefully we'll sell more day, multi-day and season passes, maybe sell some more food, get people to spend more time up here and have happier visitors all round.”

Multi-sport is the way to go

“With high-speed lifts and great grooming, skiers and boarders can fit in a lot of runs on the slopes in a part-day and have the rest of the day to try out everything else at the resort,” says Baycroft. “It's perfect for families and multi-sport enthusiasts.”

Unique

“My1Pass is unique to the North American ski industry,” says Baycroft. “It allows us to do something different and really give customers what they want. Plus is really speaks to SilverStar's multi-sport culture and our desire to give everyone freedom and flexibility.”

My1Pass can also be used for other on-mountain discounts and accommodation deals.

'My' everything

The My1Pass name and concept ties into SilverStar's 'My' brand, marketing and website theme.

You'll find My Mountain as the main motto, but also My Holiday, My Mountain Info, My Village, My Things To Do and My Ski School.

50 years, 10 million skiers

The launch of everything 'My' also fits nicely with SilverStar celebrating its 50th anniversary this season and the expectation that the 10 millionth skier will also show up this season.

A pair of skiers hit a groomed run at SilverStar with the resort's snow ghosts serving as the picture-perfect backdrop. With SilverStar's new My1Pass, visitors can choose from six winter sports on one ticket. Photo courtesy of SilverStar

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